Look-Alike Model Activation (LAM) Enhancement – June 30, 2025

We are excited to introduce an enhanced Look-Alike Model Activation (LAM) experience in Ignite’s Engagement Center, built to help you activate smarter and scale more effectively using your existing customer data. This update empowers you to reach new audiences that closely mirror your foundational seed audiences of onboarded first-party CRM, engaged audiences, or tag-based audiences.

For Ignite users looking to maximize campaign performance, LAM provides powerful controls that let you balance the trade-off between reach and precision. With a more transparent view into how the unique look-alike model is customized to your seed audience, you can fine-tune your targeting to drive stronger return on ad spend.

One of the key features we added to LAM is the ability to choose if your seed audience is included, excluded, or optimized in the target audience. The optimize LAM strategy identifies individuals who look most like your seed audience— regardless of whether the consumers belong to the seed audience or not —so you can judiciously expand your target audience to include the most valuable individuals. LAM is a powerful tool that allows you to align your campaign strategy with the ideal LAM delivery strategy.

• For performance and conversion-focused campaigns, use the "Optimize" strategy to maximize precision and target only the highest-propensity prospects, driving lower cost per acquisition and higher return on advertising spend.
• For awareness or reach campaigns, choose "Include Seed" to expand scale and visibility by combining known audiences with similar new prospects.
• For subscription or repeat-purchase businesses, "Exclude Seed" is ideal to avoid retargeting active customers and ensure net-new acquisition.
• If you're launching a new product or exploring a new segment, "Include Seed" or "Optimize" allows you to leverage historical behavior while discovering new responders.

Choosing the right LAM strategy helps ensure campaign spend is aligned to business outcomes.

The new precision chart visualizes how closely the modeled target audience aligns with your seed, helping you size your audience confidently based on your specific performance goals. Together, these updates make it easier to launch high-performing campaigns that extend the value of your first-party data.

If you have an existing LAM delivery in place, no action is required. All existing LAM deliveries will continue as usual until their scheduled end date. If you would like to take advantage of the new LAM features, like the precision chart or delivery strategy, we recommend you pause your existing LAM delivery, clone the audience, and start a new LAM delivery which unlocks the new features. 

Please click here for how-to documentation, and here for FAQs.